'Multi' Is the Most Dangerous Word in the Dictionary

Every time a new medium arrives, older media players think, "What an opportunity to extend our franchise." So magazines and newspapers and radio and TV outlets are jumping all over themselves to digitize their brands. Al Ries says it doesn't work and it won't work. Remember Al Ries? He and Jack Trout coined the term "positioning" decades ago. . . their book was required reading at my university. He makes an interesting and compelling case in this article.

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